The earliest advertising intercession in Russia. From a German Bussinesman Ludvig .
After the abolition of serfdom in Russia began to develop the advertising traffic: if the earlier spot advertisements were published only in licensed newspapers, then from that twinkling of an eye it became reasonable to publish newspapers on the rolling in it advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the before advertising agency, called “Central Firm of ads. The tasks of this office, extensive Metzel Ludwig, a Czech by origin, but rumour has it German pedigree, were receiving ads commercial and secluded personality and place them in the press. Of routine, initially Metzel worked basically with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Not later than the inception of XX century daring Metzel substantially monopolized the Russian market for the sake text advertising and has already entered the worldwide level: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this perpetually, the trading prostitution has been transformed into a “Russian Cooperative Source Company announcements - This company lasted until October 1917
M‚nage affair Metzel contributed to the event of civil advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created elementary by means of professionals. Of advance, this affects the importance of advertising in the seethe and, thus, on its effectiveness. On the other part, to Metzel Russian tightly has not yet received such proceeds, and, as a rule, there was the money from subscriptions. With heed to the provinces, the liveliness Metzel very soon revives dealings in the remote corners of the wilderness, which, in rig out, affected the Russian conservatism as a whole.
Mechanism Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising company: “Every industrialist of a artifact may be, or sells it requirement, if he wants to snowball its sales and retreat to newspaper advertisements, it would be demanding now to withstand all progressively increasing competition. A tasteful advertising, which does not promise more than what she is gifted to sacrifice, determination without exception benefit and the amount burnt- on publishing, each time into endorse in abundance. The theatre troupe liking acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism main office ad
If the Principal Service board “worked, mostly, the arrangement, the” Russian Communal Stock Concern offers “significantly expanded its assortment of services: the employees of the partnership is advertising texts, developed slogans, carried free the dispatch into other languages (A lilliputian tip here. The local businesses recognize the customer base change one’s mind and by the Internet, you can find contact companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the announcement that advertises the company Metzel directly appealed to entrepreneurs: “You are forced via a mass of distinct details, so that you may not fulfil the intended objective - to disclose their business. If you go to the Trading line “LI And E. Metzel and K ° », then you order fulfil the desired because of skillful advertising, namely, the right allocation of ads to the publications, in their grand show and logical content.”
The well-known verbalize “advertising - the locomotive of mercantilism” - is also the development of the earliest advertising activity Metzel: it is considered that it invented the executive top banana of the partnership VA Polyakov.